. >> that's a critically important point and one having troubled with george w. bush in 2000-2004 and going to places along the gold coast or the red neck riveria whatever you want to call it in florida where there are new areas of republican voters, we would fly somewhere or go on a bus for two hours and say why are we here and carl row will say republican registration is this and we'll pump it up to this. dave talks about florida. if we can get 59% hispanic votes or over 60 there's no way romney can win the state of florida if we tweaked the hispanic vote to that number. these successful campaigns are doing exactly what johns talking about. they know exactly where their voters are, they know how to dial up certain demographic groups to tweak the final number in that state. the obama team is obsessed with that. >> it is one of the advantages they have that cuts against all of this other stuff. >> rose: can he overcome that murphy. >> i'm recently reformed political consultant so nobody believes more in the gadget than i do. it's a little overrated like all proce